Think through whom you are trying to reach. Tailor what you do and how you do it to appeal to those communities.

Virtual Reality for Formula One could be fantastic - driving the car!

In that - and that is my personal view - Singapore delivers the most value, as they think about Formula One as a complete entertainment event, on and off track.

Formula One is not just multinationals. It's also about national players wanting to get global coverage.

I recently interviewed Bernie Ecclestone in London. He had a go at women, said [Vladimir] Putin should be running Europe and so on. He enjoys it - he's been doing it for such a long time. He has an entrenched position. The truth be known, he is unique, right?

I remember that Jackie [Stewart] was the first driver wearing flameproof underwear! What it definitely was: it was much more flamboyant. But that doesn't really make it better in my point of view.

Why not look at Indonesia? It will be the third biggest country in the world in population in 25 years' time - after India and China.